Dr. Clāra (Tuong-Minh) Ly-Le

Managing Director
EloQ Communications

Ho Chi Minh City

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“A journey of a thousand miles begins with a single step. During your innovation journey you may fail – but so what? You can learn from the experience, and try again."

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The PR industry in Vietnam and southeast Asia has long been viewed as less developed than in other countries. Brands are still hesitant to entrust planning to local PR practitioners, even though many creative ideas are generated in the region and within the country, PR is gaining in popularity as a career choice. Through boutique PR and marketing agency EloQ Communications, Dr Clara Ly-Lee aims to innovate within the PR industry through education, a lightbulb moment she describes as one of her most innovative to date. As well as founding and heading up the first and only Vietnamese PR agency able to join the PRCA, she aims through her work to make an impact on the knowledge and understanding of the PR sector in Vietnam, equip future talent with real-world experience, and nurture pride among younger PR and comms practitioners. She’s also vice-dean of the Faculty of Public Relations and Communications at Van Lang University, where she’s revised the curriculum to build high-quality education programmes for PR students that meet both industry demand, and global standards. 

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How do you define innovation?
Educated risk-taking

What is the most innovative PR or marketing initiative you've seen over the past 12 months?
The biggest CSR campaign that helps save millions of lives worldwide – AstraZeneca vaccine

In your opinion, which brands and/or agencies are most innovative in their approach to PR and marketing?
Durex

Describe a moment in your career that you would consider to be innovative.
The moment when I realized that education is the root of innovating PR.

The current misunderstanding and under-appreciation of the PR industry in Southeast Asia comes from the lack of awareness of the core values of PR. This problem must be solved from its root. That’s when I started to integrate international standards into EloQ Communications’, my agency, practice. And by taking on the role of Vice Dean of the Faculty of Public Relations and Communication at Van Lang University, I revised the curriculum to build high-quality education programs for PR students that meet industry demand and global standards.

Who do you admire for his/her approach to innovation?
Elon Musk

How do you get out of a creativity rut?
Playing Nonogram

What advice would you give to the PR industry around embracing innovation?
Don’t be afraid. A journey of a thousand miles begins with a single step. During your innovation journey you may fail. But so what? You can learn from the experience and try again.

What would you be doing if you weren't doing your current job?
Bookstore owner

Which book/movie/TV show/podcast/playlist/other cultural source has provided inspiration over the past year?
The hundred-year-old man who climbed out the window and disappeared

How would you like to see work culture, and the role of the office, evolve?
More flexibility

How can the PR and communications industry harness innovation to make more progress on diversity, equity and inclusion?
For me, PR is the most accepting industry. It welcomes everyone regardless of their race, gender, experience, educational background, location and many more. So by definition, PR is the best example of DEI. I hope that the industry can keep its acceptance and applicability in the future.